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1、外文翻译原文：MARKETINGTHENEWGREENUNLESSYOURCOMPANYhappenstobeinanindustrywheretheenvironmentisliterallypartofthebusinessmodel—solar-cellmanufacturer,forestry-supplyfirm,waste-managementconsultancy—thenitsunlikelytohavehadanenterprisewidesustainabilityprocesswovenintoitscorporateDNA.Infa
2、ct,mostcompanieshaveneverevenusedthewordsustainabilityandtheothersprobablyreverse-engineeredsomehalf-hearted“green”initiativeasamereafterthought.Therealityisthat,amongexistingcompanies,greenprocessesareusuallyjustabyproductofcost-savingorefficiencyimprovingprojects.AccordingtoMark
3、Smith,executivevicepresidentatcustomerengagementspecialistPortraitSoftware,therarebusinessesthathavetrulytackledsustainability“gotthereasasideeffectoftheirprimarygoal—makingmoneyorsavingmoney.Intermsof’greenmarketing’?Noonestartedthere.”Glitzandglamour,biggerandbetter:Fromatraditi
4、onalmarketer’sperspective,Smithsays,”it’sallaboutgainingattentioninaverynoisymarketplace.”Whetherthatinvolvestoxicpainttoensurecolors“pop”ornobiodegradablepackagingmaterialsdesignedtoendurearough-and-tumbledelivery,marketershavelongembracedanyandallenvironmentalcatastrophesthathel
5、pgetthemessageacross.Therecession,however,mademarketingbudgetsthemselvesthesceneoafcatastrophe—drasticcutsweretheorderoftheday.Inearly2009,71percentofrespondentsinForresterResearch’sGlobalCMORecessionOnlineSurveyreportedreducedbudgetscomparedtotheyearprior,withmorethanhalfofthoseb
6、loodiedreportingcutsof20percentormore.“Theinterestingsideeffect[ofthis]isthatthosebig,grand[campaigns]havebeencutbackandreinedin,”Smithsays.Theaddedbonus?It’shadagreateffectontheenvironmentaswell.Still,sustainabilityhasneverbeenatopconsiderationformarketing,atleastnotonthedepartme
7、ntalorcorporatelevel.It’susuallyasinglepersonorsmallgroupofpeoplewhohaveapersonalstakeinenvironmentalactivism.ThatprettymuchdescribesSeemaHaji,theseniorproductmarketingmanageratActuate,aproviderofbusinessintelligencesolutions.Actuatescompanywidegreeninitiatives—andtheeventuallaunc
8、hofitssustainabilitymanagementpro
